At one time people called the act of Googling yourself on a search engine a vanity search or ego-surfing. Now it's a matter of self-preservation. The practice has long been a part of managing brand reputation, but individuals have learned the value of keeping track of information being collected and posted online about them, too. A study released this week could give advertisers insight into targeting paid search and display ads through behavior and social graphs.

Moderating tools might not replace the ability to comment on blogs or Web pages now, but they will quickly move in to become the dominate tool on social networks that allow people to join in the conversation and vote up ideas. Habits, attitudes and behaviors will play a role.

The topic didn't turn toward search until about 20 minutes into the presentation, but when it did Yahoo Chief Executive Officer Carol Bartz wanted to make it perfectly clear "we are in the search business," though the company has licensed Microsoft's indexes and algorithms to run the backend of search. The two claim ownership to a combined 30% of the marketplace.

Perhaps someone from Google should step in to run for California State Governor. The Mountain View, Calif. Search engine estimates that in the United States it generated $54 billion in economic growth during 2009. In a report released Tuesday, Google outlines the multibillion dollar impact by state, arriving at the value for each by itemizing search and advertising per spend and clicks, and adding in the number of Google Grants and amount donated for the year.

Encrypted search is probably one of the most important options for people searching on Google. It aims to improve privacy by creating an encrypted tunnel that allows data to travel between the browser and the chosen Web site or searches. Last Monday I told you how Google chief executive officer Eric Schmidt alluded to Google moving SSL into search, and by Friday the company had made the official announcement.

Just when you thought in-game advertising fell victim to declining video game sales, Microsoft turns advertising on its head and with positive stats proving us wrong. That's if you believe the findings.

No doubt about it: Marketing is the last business unit to automate processes. Technology moved in to streamline and integrate campaigns, but some marketers still stand stiff as statues, caught like deer in the bright headlights of an oncoming car.

Google is a technology company. This doesn't mean it will abandon search. But after 20 years in technology and marketing, I know the signs and can say unequivocally that the company has crossed over. It reminds me a little of Microsoft's climb to the top, complete with regulatory issues and privacy concerns. Perhaps the Google I/O conference set to get underway Wednesday, where attentions turn toward applications, contributes to this energy and buzz.

Google could announce this week that it will move SSL encryption implemented in Gmail to other services such as search. During the company's annual shareholders meeting a question on this from John Simpson, an investor who works for Consumer Watchdog, prompted a curt "Do you get the drift of the answer?" from Google chief executive officer Eric Schmidt after Google vice president of search Marissa Mayer replied "stay tuned."